Algorithmic mediations of consumption 89 the flow of narrative meaning of interactions is not necessarily a condition of digital interaction. There would be other factors that would influence the adjustment and accidental processes outside the digital world. Hence, the reason for considering the studies by Stu- art Hall (2016) in which the author presents, in his discussions on communication and ideology, the studies of communication as an interdisciplinary theoretical regionality seeking to un- derstand the nexus of social production of meanings between events, between media phenomena in cultures in the face of their specific contexts. Although the digital, quantitative aspect of the ontic mathematical state of the algorithm manifests as a universal numeric logic, its calculations result from an appropriation of big data interpretations for specific contexts. The datafication of the world should not be understood as being homogeneous, like Couldry and Meijas (2018) defend. This phenomenon hap- pens in a way that is pertinent to the contexts to which the data refer. However, we know that there is an attempt to standardize or colonize the algorithmic programming of consumption in the world, what configures a babelic globalizing enterprise to meet the commercial interests of large international corporations and programmed logics taken for granted and regular, profitable. On the other hand, such interests are strained with the adjustments and accidents of the local contexts of interactions, with the random, irregular, and sensitive aspects that are consti- tuted from the uses and consumption of specific contexts, some- times escaping the programmed by affordances and demanding adjustments of the algorithm for action in certain contexts. Today, algorithmic devices find high advances in the re- tail sector and create brand and consumer relationships in the buying and selling processes. Databases are being constituted and fed, but there is still a way to improve them in these rela- tionships in the fields of affectivity and cognitions, which configures stronger bonds of meaning between brands and consumers in AI mediation. In this sense, the study of algorithmic advertising must develop an agenda for the research of the social produc- tion of meaning in consumer cultures that must go through
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